Taking　the　Beijing　Sihui　Hub　as　the　research　object,　this　paper　explored　a　data鄄driven　evaluation　and　optimization　design　method　of　the　hub　dynamic　guidance　signage　system　to　meet　passenger　needs.　First,　the　KANO　passenger　demand　model　was　built,　and　through　the　desktop　experiment,　the　optimal　design　scheme　of　the　dynamic　guidance　sign　system　in　terms　of　content,　style　and　spatial　location　was　formed,　which　is　in　contrast　with　the　existing　system　of　the　Sihui　Hub.　Second,　based　on　the　wayfinding　theory,　building　information　modeling　(BIM)　+　virtual　reality　(VR)　simulation　technology　was　used　to　realize　the　information　interaction　between　people　and　the　hub,　and　extract　the　characteristic　parameters　of　the　passenger　wayfinding　process　under　the　action　of　the　old　and　new　guidance　sign　systems.　Finally,　through　the　analysis　of　subjective　and　objective　indicators　in　the　pathfinding　experiment,　it　can　be　seen　that　the　pathfinding　time,　number　of　lost　points　and　number　of　errors　of　the　subjects　in　the　new　version　of　the　dynamic　guidance　sign　system　were　significantly　reduced,　and　the　satisfaction　of　the　new　version　of　the　system　was　better　than　that　of　the　old　version　in　terms　of　content,　style　and　spatial　location.　This　paper　built　a　BIM　+　VR　virtual　simulation　platform　and　formed　a　data鄄driven　oriented　comprehensive　evaluation　and　optimization　design　method　for　the　hub　dynamic　guidance　signage　system,　providing　technical　and　theoretical　support　for　the　design　and　reasonable　application　of　the　hub　dynamic　guidance　signage　system.　©　2025　Beijing　University　of　Technology.　All　rights　reserved.